This is an under-appreciated point. Most vegetables sold in supermarkets are varieties bred for durability (both physical and temporal).

If you grow the produce at point-of-sale and don’t transport it, you can make it feasible to sell more heirloom varieties (and many species like huckleberries) that just don’t travel/scale well in modern mechanized agriculture.

You’re not going to compete on price, but you can potentially get a far superior product.